• Writing Tips and Tricks

    Which vs That

    It can be difficult to know the difference between ‘which’ or ‘that’ and when to use either in a sentence. Both sound like they can easily be swapped out for each other depending on your mood. But there’s one general rule. ‘That’ is for a restrictive cause and ‘which’ is for a non-restrictive clause. What does this mean? Use ‘that’ when needing to define the subject of the sentence. For example, ‘The fabrics that I need to sew my dress are expensive.’ The phrase ‘that I need to sew my dress’ defines which fabrics are expensive. Without the ‘that’ the sentence will imply all fabrics are expensive. Use ‘which’ when…

  • Sample Work

    Before and after: writing a website

    My speciality in copywriting creates the narrative direction to tap into a customer’s emotional needs. Too often companies promote their products and services with ‘corporate puffery’. But what’s in it for the reader? Why would the customer buy this product compared to all others in the market? One simple move. Relate to the reader, write what’s important to them and grab their attention within the first few lines. AIA Australia’s content on their website doesn’t engage with their target audience (in my opinion). Sure there’s a range of products, but how does this translate to the reader in what’s going on in their life? I decided to put my skills…

  • Sample Work

    How to write a movie review

    There’s nothing worse than reading a long-winded movie review. Especially a pretentious one where by the end you wonder whether the movie was good or bad. That’s why my movie reviews are separated into sections for the reader’s eyes to easily scan. What would a potential movie goer be interested to read? Everything in my reviews are laid out clearly so they can make an informed decision about which film to see. The result: PS. Please excuse the poor picture quality.  

  • Sample Work

    AIA Vitality 4490 Summit: Agenda Booklet

    The AIA Vitality 4490 Summit was featured on The Today Show and The Project. It was a day of discussion on how the financial service industry can improve Australia’s health as a nation. This booklet illustrates the full agenda of the summit and how we can become a happier and healthier country. Check it out. AIA Vitality 4490 Summit Agenda Booklet  

  • Writing Tips and Tricks

    Em dash, en dash and hyphen

    It can be hard for people to know the difference between the three dashes. Some people don’t even know there’s three different types. Luckily, I’ve set out the general grammar rules to follow below: Em dash — The Em dash is the length of an ‘m’. Em dash can be used instead of a colon, to indicate missing words or draw more attention to a sentence. For example, Early intervention—the best chance of success. En dash – En dash is the length of an ‘n’ and is used for a range. For example, 1–10, January–March. Hyphen – Hyphen, well, everyone knows what a hyphen looks like. It’s used to join words together. For…

  • Writing Tips and Tricks

    Word cutting

    With limited spare time, it’s tough to get anyone to read anything. A big part of writing is cutting out words, so people only read what they need to. Make it a game to review every sentence and simplify. If you even cut out one word from every sentence, by the end of the page you’ll save a paragraph. Here’s how: Common phrases like ‘to be honest’, ‘very’ and ‘indeed’ can be deleted. Why? It doesn’t add any value to the sentence. If you write ‘to be honest’ it implies the rest of the communication may not be truthful. Furthermore, ‘very’ is a filler word. Instead of ‘very happy’, very…

  • Sample Work

    Sidekicker blog – Are you approaching your business (and life) like Homer Simpson?

    Let’s face it, HR topics are never interesting. So when I wrote a blog for Sidekicker, an on-demand staffing platform, I thought about what would make a reader click on the link. The first step is to find a theme that’s relatable. Everyone knows Homer Simpson and his lazy demeanour – so what if I linked the two together? View the result here: http://getsidekicker-blog.tumblr.com/post/95871653480/are-you-approaching-business-and-life-like-homer

  • Writing Tips and Tricks

    FANBOYS

    It’s a common myth you can’t start a sentence with a conjunction: For, And, Nor, But, Or, Yet, So (FANBOYS). We are taught at school it’s grammatical incorrect, because it’s easier to teach. At a young age a conjunction can easily become a fragmented sentence or be used incorrectly. Nevertheless, I don’t believe in deliberately teaching children the wrong thing (Santa Claus anyone?). Because as adults, these beliefs can still stick with them. Yet, starting a sentence with a conjunction is not a new written style. It’s in classic novels like The Emperor’s New Clothes. People naturally say ‘and’ or ‘but’ to start a sentence, so why not in writing? Unless you’re…